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Snapchat - for old people and brands

Snapchat evolved from a brilliant concept for messaging to the most interesting social media platform ever. Why is it so big? Why is it so hard to figure out how it works? What are the rules? Why do brands and media publishers spend so much money to be a part of it?

Snapchat is also a fun messaging app. You can take a photo or a video with it, then add a caption or doodle or lens graphic over top, and send it to a friend. Alternatively, you can add it to your "story", a 24-hour collection of your photos and videos, which you broadcast to the world or just your followers.

Stories are a collection of snaps; keeps all off your snaps of a day in chronological order (not based on a feed; you see the beginning first)

Vice called his Jet Ski adventure “the greatest sitcom episode ever filmed.” Elite Daily, the “voice of Generation Y” news site, raved, “If You’re Not Following DJ Khaled On Snapchat Already, You’re Buggin’.” In December, Khaled posted to Snapchat while getting his iPhone fixed at an Apple Store. Soon he was surrounded by fans. “It was unreal,” he says. “My Snapchat has more viewers than any TV show.”

There are 20 Snapchat Discover channels, each produced by established media brands such as People, CNN, ESPN, and the Wall Street Journal, as well as up-and-comers such as Vice, BuzzFeed, and Refinery29.